What the 2019 JD Power Life Insurance Study Measured
The JD Power 2019 U.S. Life Insurance Study assessed customer satisfaction across the full policy lifecycle. The research evaluated how insurers perform during the buying process, policy administration, claims handling, and ongoing service. Rather than measuring financial strength alone, the awards focused on the experience people actually have as a policyholder.
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The study used a proprietary methodology that combined quantitative surveys with qualitative interviews. Respondents were scored on factors such as clarity of information, ease of purchase, speed of claims resolution, and the quality of after-sale support. JD Power did not rank a single overall winner; instead, it recognized leaders in specific segments and regions.
How JD Power Ranked Carriers in 2019
Insurers were grouped by size and distribution channel. The categories included large national carriers, mid-size providers, and companies that sell predominantly through workplace benefits or broker channels. Within each segment, JD Power awarded top honors based on the composite satisfaction score, which weighted each factor according to its importance to policyholders.
The methodology also accounted for differences in product type. Term life, whole life, and universal life products were evaluated within their own contexts, so a carrier strong in term life might not automatically lead in permanent insurance. The regional analysis further broke results into multi-state areas, reflecting local market conditions and consumer expectations.
Why Customer Satisfaction Matters More Than Premiums Alone
Price is only one dimension of the life insurance buying decision. The JD Power 2019 data reinforced that satisfaction correlates with how well an insurer communicates premium changes, how quickly it processes a death claim, and how accessible its customer service channels are. A company with slightly higher premiums but a smoother claims experience can outperform a lower-cost competitor on the overall satisfaction index.
For buyers, the awards provide a proxy for what to expect after the sale. The study highlighted that satisfaction often drops during the claims phase, making the claims track record a critical differentiator. Insurers that invested in digital claims tools and transparent communication tended to score higher, even when the underlying product was similar.
Distribution Channel Differences in the 2019 Awards
JD Power drew a clear distinction between carriers that sell directly, through agents, or through employer-sponsored benefits. Direct-to-consumer insurers scored well on convenience and pricing clarity, but sometimes lagged on the personal guidance that complex permanent policies require. Broker-distributed carriers often excelled in the advisory phase, where a licensed agent helps tailor coverage amounts and riders.
Workplace benefits providers, which issue group life policies at scale, faced a different set of expectations. Employees value simplicity and speed in these products, and the 2019 awards reflected that preference. The study noted that satisfaction in group life often hinges on the employer's communication rather than the carrier's standalone service.
What the 2019 Results Mean for Current Buyers
The JD Power 2019 life insurance awards are now a historical benchmark. Since then, carriers have merged, rebranded, and shifted their digital strategies, so the exact 2019 standings should be read as a snapshot of that year's competitive landscape.
That said, the themes the study identified remain relevant. Buyers should evaluate insurers on claims satisfaction and policyholder service, not just premium rates. Checking whether a carrier appears in the JD Power study for its segment, and tracking whether its standing improves or declines year over year, can add depth to a purchasing decision. The awards do not replace financial strength ratings, but they complement them by revealing how each company treats its customers after the policy is in force.